The first one, Adapts to Your Face, shows what happens if you emulate Jim and grow out your inner beard. iPhone X still knows it’s you.

The second, Opens with a Glance, is a bit generic, a collage of faces.

The third, Introducing Portrait Lighting, is easily the most powerful of the new spots, showing off the powerful Portrait Lighting effects, with the tagline: “Studio-quality portraits without the studio.” Well done.